Iris > Case Studies > Wickes Tradesman's Suncream: A Social Impact Marketing Strategy

Wickes Tradesman's Suncream: A Social Impact Marketing Strategy

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Applicable Industries
  • Retail
About The Customer
The customer in this case is Wickes, a well-known home improvement retailer in the UK. Wickes caters to both the general public and tradesmen, offering a wide range of supplies and materials for home improvement and construction projects. The company is committed to the health and safety of its customers, particularly tradesmen who are at a higher risk of skin cancer due to their outdoor work. Through this initiative, Wickes demonstrated its commitment to its customers' wellbeing, while also engaging them in a unique and meaningful way.
The Challenge
In the UK, a tradesman dies every fortnight from skin cancer, with over 85% of these cases being preventable. Despite the high risk, many tradesmen do not use suncream, viewing it as weak or unmanly. This presented a significant health challenge that needed to be addressed. The challenge was to change the perception of suncream among tradesmen and encourage its use to prevent skin cancer. The situation required a creative and effective approach to make suncream relevant to the tradesmen, considering their unique work environment and cultural norms.
The Solution
Wickes, a home improvement retailer, introduced a unique solution to this problem - Tradesman’s Suncream. This was a fun, no-nonsense approach to make suncream relevant to the trade. The suncream was available in three variants - Brickie’s Bronze, Plasterer’s Pink, and Apprentice White, packaged in miniature paint pots designed to withstand the rough and tumble of a building site. The suncream was given away for free nationwide. The campaign was so successful that it received backing from the UK Government for the summer of 2018. The initiative not only promoted sun safety but also increased engagement with Wickes' brand, with a significant increase in sign-ups to Wickes’ Trade loyalty scheme.
Operational Impact
  • The Tradesman’s Suncream initiative was a resounding success, achieving significant organic cut-through and changing attitudes towards sun safety among the UK’s most at-risk workers. The campaign not only raised awareness about the importance of sun protection among tradesmen but also positioned Wickes as a socially responsible brand committed to the health and wellbeing of its customers. The initiative also led to increased engagement with the brand, as evidenced by the surge in sign-ups to Wickes’ Trade loyalty scheme. The success of the campaign was such that it received backing from the UK Government, further enhancing Wickes' reputation and reach.
Quantitative Benefit
  • Over 12 million media impressions in just 48 hours
  • 160% increase in website visits seen by charity partner Sckin
  • Over 20,000 pots of suncream distributed through Wickes stores across the UK

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